This project shows my ability to validate existing customer knowledge, and uncover new insights in order to prioritise messaging that will have the highest impact on the established goals. At my in-house role I built out komoot’s* brand content pillars, which informed all our content, from the blog channel I owned end-to-end, to the email newsletter channel, into which I had strategic input. The team’s “North Star” metrics were increased engagement and customer retention to support increased customer lifetime value. At the heart of this work is well-articulated customer knowledge.

*Komoot is a routing and navigation app for hikers and cyclists.

Customer research and data categorisation

Prioritised messaging pillars for komoot

Implementing research-based strategy for komoot’s blog and email (& the metrics that validate it)

A well-researched content strategy, regardless of the channel, allows you to consistently show up for your audience* while building trust, developing loyalty through relevance, and remaining top of mind, so when it is time to make an explicit offer, your audience is warm enough to convert. Likewise, when they feel it’s time to buy, your business is the one they think of first. *audience of prospects or decision-makers